Golden Bay Fruit

An international B2B brand refresh for a New Zealand exporter

Overview

Golden Bay Fruit is known for producing some of the juiciest fruit in the world, but their story wasn’t being told — and their previous brand strategy work had left them further from telling it, not closer. We worked with Golden Bay Fruit to refocus their brand around the right audience and the right story, then brought that story to life across identity, packaging, photography, and their website.

Our new branding embraces our colourful beginnings, and better represents who we are. It is something we are proud of, and is a step towards an exciting new chapter for the Golden Bay Fruit team.

– Golden Bay Fruit

Our local and international team are now armed with a set of professional tools to communicate our brand and offering which elevates our reputation. Our new branding embraces our colourful beginnings, and better represents who we are. It is something we are proud of, and is a step towards an exciting new chapter for the Golden Bay Fruit team.

– Eleni Hogg, Marketing Director at Golden Bay Fruit

A Brand Caught Between Two Audiences

When we first met Golden Bay Fruit, they were in need of a refreshed brand identity, but had been on a strategy journey with another agency which left them unclear on how it could come to fruition. Our first Discovery workshop made the issue clear: the previous strategy work had focused on the wrong primary audience, and had confused the role of their masterbrand with their apple product brands.

The Strategy: Refocusing the Customer

That's where we started — refocusing Golden Bay Fruit on their real target audience: B2B grocery buyers, distributors, growers within their cooperative, and the local community they employ and support.

So we leaned into the authenticity of the people who make up Golden Bay Fruit, and the reasons their customers keep choosing to work with them — the purity of their New Zealand provenance, and the fact that their products come straight from the source: the growers themselves. That connection became the foundation for everything we designed next, starting with the brand's identity.

Brand Identity & Logo

The interwoven branches of the new logo represent partnership, collaboration, growth, and empowerment. The implied circle at the centre of the icon suggests a golden sun, representing Golden Bay itself. Logo, colour, typography, and imagery were all refreshed to align with this story.

Packaging & Point of Sale

The refreshed identity extended into packaging and point of sale, giving Golden Bay Fruit the tools to hold a consistent, confident brand presence from cooperative and distributor conversations through to retail shelves — a tricky balance for a brand built primarily for B2B trust.

Photography

New photography brought the growers, orchards, and Golden Bay landscape into the brand's visual world, grounding the story in the real people and place behind the fruit rather than a generic produce aesthetic.

Website

The website was redesigned and rebuilt to carry the brand story in both words and images, giving grocery buyers, distributors, and partners a clear, trustworthy front door to the business.

The Outcome

The new brand took Golden Bay Fruit's operations to another level, managing the tricky balance of being a strong B2B brand while also confidently expanding into retail with point-of-sale assets.